1.2 Quality Perspective

	Quality and different perspectives of quality can be seen in the perspectives of the company's interest groups.
	Different perspectives of quality are introduced in Figure 1.1.

Figure 1.1: Different perspectives of quality

1.2 Quality Perspective

In product-oriented quality perspective:

		A product includes features that define the quality. These features are for example performance of the
		processor of the computer, amount of meat in sausage, and durability of the battery in the mobile
		phone.

		These examples explain well how strongly quality is combined with the product's performance or
		consistency. It can be said that in product-oriented quality, quality is a cost.

		This is due to the fact modification to a product's feature is a cost and increases the product's price.
		In borderline cases, the evaluated product is estimated as a good product but goodness is related to a
		feature which is not relevant to the customer.

		The customer is buying the product to satisfy needs with features of the product, but if alternatives and
		competition exist, the customer may reject the product even if it is excellent.

1.2 Quality Perspective

In the production-oriented quality perspective:

		It is emphasized that when a product is manufactured according to instructions and standards given and
		no defects are to be found, quality product requirement is fulfilled according to production oriented
		quality.

		In this definition of quality, measurability of the quality is easy because a product fulfilling the criteria of
		quality is manufactured without defects or variations.

Quality control has a big role in ensuring that quality demands are really actualizing.

		As indicators of quality, the number of defective pieces per the number of pieces produced is used and
		the main task for quality control is to ensure that no defected pieces are produced.

In environmental-oriented quality perspective:

		Quality is defined by a product's effect on the environment and society. In this case the customer is
		society and nature setting demands for the product.

		For example, environmental loading and emissions caused by the product within its life cycle can be
		seen as definitions for the quality perspective. Influences for the environmental-oriented quality
		perspective come usually from outside the company.

1.2 Quality Perspective

This results in a situation where there may be some aspects that the company can oppose.

		Anyhow, this quality perspective is becoming more and more important together with the customer
		oriented quality perspective.

		Customer-oriented quality is based on the customer perspective where quality is combined with all
		factors that are needed to guarantee customer satisfaction.

	These factors of customer-oriented quality are in conformity with qualities like accuracy, quality of the service,
	design of the product. These are equal to external features of the product, performance of the product, special
	features, reliability and durability.

Quality experienced by customer:

			Is considered as relative quality and is an important issue also when competitiveness of the
			company is considered. In reality this means that customer feels that his or her needs are fulfilled.

			This quality experienced by customer determines the success of the company in the markets.
			When quality experienced by customer is discussed, the most important factor for the purchase
			decision is the cost or price.

1.2 Quality Perspective

			Customer will get the best value from the product which he or she feels to offer the best value for
			the money.

The value of the product can also be determined as follows; Value = price/quality.

			Each individual customer can, however, have a unique idea about what to put in the first place
			and how to judge each factor of the quality.

According to the value:

			The relation between costs and benefits determines the quality of the product. All factors of quality
			are to be defined against the price.

			With this definition the best quality is in the product which offers the best benefit with the same
			amount of money.

			Value-oriented quality is not black and white, resources used and evaluations made in purchasing
			have a big effect.

1.2 Quality Perspective

Competition-oriented quality:

			Is defined according to the competitors. Quality must be exactly as good as competitors have, but
			quality that is higher than competitors, having quality only creates extra costs.

			In competition-oriented quality the customer is the judge and estimator who evaluates and
			compares products to other products or services available.

			This quality perspective has brought methods like benchmarking where estimations of products
			and services are compared to those of competitors.